The Power of Color Psychology in Branding Insights from Jonny Naismith on Design Decisions

Color plays a huge role in how people see and feel about a brand. It can attract attention, create emotions, and even influence decisions. But how do designers choose the right colors? Traditional color theory offers a starting point, but there is more to consider. Jonny Naismith, creative lead at Moving Brands New York, shares his thoughts on how color psychology shapes branding and what designers should keep in mind.

Why Color Psychology Matters in Branding

Colors are not just pretty visuals. They carry meaning and can affect how people feel about a product or service. For example, red often signals energy or urgency, while blue can feel calm and trustworthy. Brands use these associations to connect with their audience and communicate their values.

When a designer picks colors for a brand, they are shaping the first impression. This choice can influence whether customers feel welcome, excited, or even skeptical. That’s why understanding color psychology is essential for creating strong brands.

The Role of Traditional Color Theory for Designers

Traditional color theory teaches how colors relate to each other. It explains concepts like complementary colors, analogous colors, and color harmony. These ideas help designers create palettes that look balanced and pleasing.

For example, complementary colors sit opposite each other on the color wheel, like blue and orange. Using them together can create contrast and make elements stand out. Analogous colors, which sit next to each other, offer a softer, more unified look.

Jonny Naismith points out that color theory is a useful tool but not a strict rulebook. “It’s a starting point,” he says. “Designers need to think about the brand’s story, audience, and context, not just the color wheel.”

Insights from Jonny Naismith on Using Color in Branding

Jonny Naismith emphasizes that color choices should reflect the brand’s personality and goals. He explains that designers must consider:

• Audience preferences: Different groups may respond to colors in unique ways. Age, culture, and personal experiences all play a role.

  
  

• Brand values: Colors should support what the brand stands for. A sustainable brand might use greens and earth tones, while a tech company might lean toward blues and grays.

  
  

• Context of use: Where and how the colors appear matters. Colors on a website might look different on packaging or in print.

  
  

Naismith also highlights the importance of testing colors in real situations. “You can’t rely on theory alone. Seeing how colors work in the actual environment helps avoid surprises.”

Beyond Color Theory: Other Factors to Consider

While color theory provides a foundation, designers must look at other elements to make smart color decisions:

• Cultural meanings: Colors can mean different things in different cultures. For example, white is often linked to purity in the West but can represent mourning in some Asian countries.

  
  

• Accessibility: Colors should be chosen to ensure readability and usability for all users, including those with color blindness.

  
  

• Trends vs. Timelessness: Some colors become trendy but may not last. Designers should balance current styles with long-term brand identity.

  
  

One practical way to explore these factors is through a professional consultation. A consultation can help brands understand how color choices fit their unique needs and audience.

How Color Theory Starts Branding Projects

Most branding projects begin with color theory. Designers use it to create initial palettes and mood boards. This helps set the tone and direction for the brand’s look.

From there, the process involves refining colors based on feedback, testing, and other brand elements like typography and imagery. Color theory guides the choices but does not limit creativity.

Jonny Naismith explains, “Think of color theory as a map. It shows you the paths you can take, but you still decide which road fits your journey best.”

Practical Tips for Designers Using Color Psychology

Here are some tips to keep in mind when applying color psychology in branding:

• Start with the brand’s core message and values.

  
  

• Use color theory to explore options but stay flexible.

  
  

• Consider the audience’s cultural background and preferences.

  
  

• Test colors in different formats and lighting.

  
  

• Check for accessibility and readability.

  
  

• Avoid relying solely on trends; aim for lasting appeal.

  
  

Final Thoughts on Color Psychology in Branding

Color psychology is a powerful tool for designers. It helps create brands that connect emotionally and communicate clearly. Traditional color theory offers a helpful starting point, but designers must also consider culture, context, and audience.

Insights from Jonny Naismith remind us that color choices are part of a bigger picture. They should support the brand’s story and goals, not just follow rules. Taking time for a thoughtful process, including professional consultation, can lead to stronger, more effective branding.